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At the macro level, the case study enables the students to appreciate the complexity emerging market economies face in achieving economic development and environmental sustainability without comprising each other. The students understand the importance of behavioural change and empowerment of communities in projects dealing with transformational social changes. Theoretically, the students learn about the change mechanisms and organisational practices market-based organisations install to drive their positive social change (PSC) projects. At the micro level, students learn about the process of setting up Mangalajodi Ecotourism Trust (MET) – that not only enthused the local community economically but also instilled it with awareness and motivation towards sustaining its ecosystem. Analytically, at macro level, it assists the students to have a lens of PSC framework to examine corporate social responsibility, social entrepreneurship and BoP strategies of market-based organisations to affect social change. Application/problem solving: The case study explains to the students how the PSC levers of motivation, capability and opportunity structures were applied by NatWest Bank during different phases of project execution. As management grapples with new problems, the students are encouraged to use the levers to recommend an action plan. It allows students to apply SWOT and think of competitive strategies for MET. It allows students to think of strategies that may apply for a better management of Ecotourism at Mangalajodi.

As part of its broader commitment to sustainable development and climate change action, the NatWest Group (formerly Royal Bank of Scotland Group) launched its Supporting Enterprise Programme in India in the year 2007. The project aimed at creating income-generating opportunities for indigenous and economically vulnerable sections of society living in critical natural ecosystems. The project was under the leadership of N. Sunil Kumar, a zealous nature lover, with over two decades of experience in business strategy and public affairs and a specialty in environmental sustainability. He headed Sustainable Banking at NatWest and was head of NatWest Foundation-India. The Mangalajodi project shared the problems many of NatWest’s other projects in India presented. Poor communities that relied solely on natural resources for their sustenance slid deeper into poverty as ecosystems degraded. Lacking alternative sources of livelihood and facing scantier resources, the communities helplessly caused additional damage to weak ecosystems when they drew on the resources even more vigorously. Poaching of migratory birds for supplemental income was a huge problem at Mangalajodi; it was not only rapidly altering the ecosystem to sustain the birds but also deteriorating and weakening its ecology as a whole. Measures to eliminate poaching were failing in the absence of alternate means of livelihoods and a strong incentive to protect the birds. MET was established under the project in 2009. A decade later, it had become a resounding success. A community-owned and run enterprise, MET was providing direct employment to over 100 poorest families at the tiny village and creating income-generating opportunities and entrepreneurial ventures for many others. Poaching was practically negligible at Mangalajodi, and the community was drawing huge admiration for its role in conserving the ecosystem. However, the progress of Mangalajodi Ecotourism was paradoxical, on the one hand; its popularity was rising but, on the other hand, it was becoming overcrowded and looked ill managed. Its rising commercial value was bringing in more land developers, builders and investors, but permanent concrete structures were also coming up quite unscrupulously. There were many challenges – how should growth of ecotourism at Mangalajodi be managed? What mechanisms and practices ensured that the community was empowered enough to participate in decisions of land use, infrastructure, energy and waste management at Mangalajodi? How should MET become more competitive and innovative to grow despite future challenges?

The case study is useful for students of Management at Under Graduate and Post Graduate Levels for understanding the following: the sustainability of fragile ecosystems; the community at the intersection of sustainable development and natural resources conservation and protection of biodiversity; knowing in detail about the planning, implementation and management of ecotourism projects; and decisions regarding community-based ecotourism projects.

Teaching Notes are available for educators only.

CSS 7: Management Science

Strategic management of nonprofit organizations.

This case is appropriate for graduate level program/executive education courses; advanced topics in nonprofit management or strategic management of nonprofit organizations.

This case focuses on the central dilemma faced by arteBA Foundation in 2008. arteBA Foundation's chairman, Facundo Gómez Minujín, received an offer from a foreign company to purchase the art fair launched 17 years before – and by then acknowledged as the most prestigious fair in Latin America. Leading art fairs around the world were managed by for-profit companies that could view arteBA as a strategic asset to tap into new markets. Gómez Minujín called for an urgent board meeting. The young chairman had his qualms about selling the fair. In addition to corroborating arteBA's brand positioning in the region and rewarding the organization's efforts over the years, this purchasing offer afforded the possibility to undertake several projects to further develop and promote Argentine art – the true driver for most arteBA's members. The case describes the foundation's background and the fair's growth until the crossroads in November 2008. They include several accounts of instances in which the foundation took financial risks to enhance the fair's positioning, such as granting subsidized space to emerging galleries at its Young Neighborhood Program, expanding to include aesthetically risky offerings at its Open Space section, and financially supporting Brazilian galleries to attend the fair in order to enhance its Latin American scope and regional consolidation. Similarly, the case depicts how the foundation chose to uphold fair continuity in critical years (2001) amidst a dismal domestic setting. The dilemma presented by this case hinges on an organization's ability to build a market-based venture while preserving and pursuing its mission. To promote Argentine artists and art, arteBA Foundation had to help art galleries – for-profit businesses – to adopt more professional practices. Another challenge described in this case revolves around the need to “manage quality” in detriment of greater, immediate revenues. The last section revisits the central dilemma faced by arteBA Foundation. The mixed reactions of board members on the fair's purchase offer described in the introduction unfolded in a passionate debate at the board meeting. Two prevailing positions emerged in reference to the future of the organization. For some board members selling the fair afforded arteBA a chance to finally undertake new challenges, such as launching a grant program, offering financial support to artists, consolidating a new venture (South Limit), etc. Opposing board members contended that, without the fair, the foundation made no sense and that no other initiative could have such an impact on its field of choice. Finally, the board found it impossible to reach a decision on this matter in just one meeting and decided to resume its discussion after a recess.

This case has been designed to advance the following teaching objectives: gaining a better understanding of market-based ventures carried out by social organizations; discussing the alignment of market-based ventures to social missions at social organizations; adequately interpreting market trends to try to align them to a nonprofit's mission; identifying the primary capabilities needed by social organizations to manage profitable market-based ventures; developing a positive market orientation as a source of opportunities for a nonprofit; appreciating the significance of an active, committed board for market-based venture development; and highlighting the primary role of entrepreneurship and innovation when it comes to launching market-based ventures that add value to a nonprofit's brand.

Teaching notes are available.

Human resource development/management and change management.

The case is suitable for final year undergraduate human resource development/management or specialist HRM Master's programs (strategic HRM/HRD).

The case study highlights the challenges of managing change and growth in India's dynamic business process outsourcing sector. The choice of a large and complex organisation brings to the fore the complexity of decision making and how various factors shape the development of critical organisational capabilities and training provision.

Depending on the level of the class and the emphasis, one or more of the following learning outcomes can be achieved from this case study. Following thecase analysis, students should be able to: discuss the key challenges faced by BPOLAND; identify and analyse the various influences of internal and external factors on training provision; understand the importance of forging partnerships with key functional groups for shaping training and organisational capabilities; analyse the dynamic interactions between the various factors and training provision; analyse the relationship between BPOLAND's competitive strategy and its training choices (make versus buy); evaluate the role of training in developing organisational capabilities; and strategise a way forward for the person responsible for learning and development.

Teaching notes are available; please contact your librarian for access.

After completion of the case, students will be able to understand the following: how to understand financial statements, income statements and cash-flow statements with the help of ratios; understand the concept of shareholding pattern along with different entities, namely, non-promoters, foreign institutional investor, domestic institutional investor and others; financial ratio analysis with traditional DuPont and extended DuPont analysis; understand the differences between comparable firms; how to analysis return, risk, covariance, correlation, market risk and capital assets pricing model (CAPM) and how to suggest an appropriate investment strategy.

The case presents company background and financial statements of four companies listed under departmental stores in India, namely, Vmart retail, V2 retail, Avenue Supermarts (known as DMart) and future retail. Students are asked to determine, which company is performing better to make a recommendation for investment. Students learn the tools of financial ratio i.e. profitability, efficiency, liquidity and market-based ratio along with the traditional DuPont decomposition and the extended DuPont analysis. Students also learn how to measure stock return, standard deviation, covariance, correlation, market risk and CAPM.

This case is suitable for management accounting, financial analysis and security analysis and portfolio management courses at the post-graduate or graduate levels. The case can be used in similar courses such as in financial statement analysis courses or security analysis and portfolio management courses.

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CSS: 1 Accounting and finance.

Expected learning outcomes: To respond to the case question, students would analyze macro- and microeconomic differences to determine HC Securities’ preferred global strategy and appropriate market entry mode. The case demonstrates how instability in a local market, in this case Egypt, can force a company to go global. It also demonstrates how two superficially similar markets, Singapore and Hong Kong, provide different opportunities for HC Securities and require different global strategies: Singapore provides a jumping-off point to its predominantly Muslim neighbors Malaysia and Indonesia, whereas Hong Kong gives access to China and could provide a new customer base of Asian investors willing to invest in Africa and the Middle East.

Brief overview of the case: The case introduces the Egyptian investment company HC Securities, which is facing challenges related to Egypt’s political instability and economic slowdown. HC Securities’ CEO, Mr. Choucri, feels expansion to one of the Asia-Pacific countries could help with the company’s growth and stability. He identifies Hong Kong and Singapore as the most compelling locations because of their sophisticated economies and growth potential in the investments industry. This case provides information about each market, allowing students to respond to the question “What should Choucri do to assure a market-based solution for his company?”

Student level and proposed courses: The case is appropriate for use in undergraduate courses in international business or strategic management.

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International Business.

This case was developed from interviews the author held with Nathan Baumeister, the protagonist in the case and Towny CEO; Hannah Franzen, a Towny marketing employee discussed in the case; and Mallory Franzen, Hannah’s sister-in-law and the company representative for Boomn, the digital marketing agency discussed in the case. In addition, secondary research on the USA retail industry was performed by the author. The case was class-tested four times by the author, with Hannah Franzen and Mallory Franzen initially visiting as case protagonists. This resulted in the case of refinements based on student discussion.

Towny: A new business model for a mobile economy shares the context and issues surrounding CEO Nathan Baumeister in the spring of 2018 at Towny, a unique business helping local businesses connect with their consumers over mobile devices. The company began going to market based on the vision of its owner and Nathan’s boss, Don Shafer. It had quickly approached local business clients and consumers in five key markets. The purpose of the case is to allow students the opportunity to discuss key new venture creation concepts and scenarios such as customer value proposition, competitive advantage and digital marketing.

This case was developed to be used in an undergraduate course in entrepreneurship. The particular course, new venture finance: the entrepreneur’s perspective, teaches the general subject of entrepreneurial finance through financial models such as free cash flow and valuation, case discussions with entrepreneurs visiting as facilitators and protagonists and business concept planning and forecasting. This case helps train students on how to incorporate online marketing costs into their business concept plans. Relevant courses and topics also include small business management and entrepreneurial financial management.

Dean Adams was given notice to develop an online program with the School of Business Administration as a prototype of online education for the rest of the University. A major task which faced the Dean involved working with University information technology (IT) staff and faculty to choose a learning management system (LMS) to support the online program. After talking with the Chief Information Officer at Seacoast University and appointing a committee made up of IT staff and faculty, the Dean was presented with the committee's recommendation that focussed on two major decisions: first, choosing the LMS product for the University, and second, choosing to locate the LMS product and server either on-campus or off-campus. In the course of considering whether or not to accept the committee's recommendations, Dean Adams weighed the evaluations and justifications as outlined by the committee in the context of Seacoast University's IT situation.

Decision-making seems simple, but, in reality, it is not an easy task to decide the cause for its profound result or consequence, leading to inevitable failures. Therefore, a leader must recognize whether there is something incorrect so as to avoid bad results. A good leader is a person who carefully reviews and analyzes aspects of a problem, knows the strengths and weaknesses of his organization and evaluates what the advantages or risks are. It cannot be denied that the appropriate options will reap many benefits to the business. For such important things, this paper will discuss the dilemma of Viettire, a tire distributor company in Vietnam. Accordingly, its CEO was worried about what strategic option he should adopt to approach the Myanmar market while ensuring a strategic fit to its company’s resources and capabilities and also to the overall market demands of the tire industry environment in both countries. However, with different ideas, the expansion strategies in this new market become controversial. The General Director and Founder of Viettire were wondering how Viettire could expand its existing business into Myanmar. To expand the company to new emerging market in Myanmar, Hoang Nguyen – CEO of Viettire – had conducted a strategic analysis of external environment factors to define the opportunities and threats when doing business in Myanmar by using Porter’s five forces model, S.W.O.T and competitive advantages analysis. The results indicated that Myanmar’s business environment is highly risky for foreign investors because of uncertain political, economic, social reforms in the process. Among three options, namely, exporting, licensing and wholly owned, however, Option 2 is illustrated as the best strategy for its dilemma.

Postgraduate/Graduate Business level.

As for a market mechanism, what produces, how and for whom, is not the business’s demand but the consumer’s demand. The business sells only what the market needs, not what it has. In the period of increasingly competitive conditions, stabilizing and expanding markets are a prerequisite for survival. If stability is seen as a “defensive” way, expansion is a “defensive attack” like trying to hold on the “pie” that the market gives to itself. This strategic action is to strengthen regular, close relationships with existing customers and establish new customers. As a result, the potential market is transformed into a target market. Hence, decision-making of which market, which method is the issue that a leader has to think the choice to avoid risks. Mr Hung, Viettire’s co-owner, suggests that Myanmar should be taken into account as a company’s new entry, thus exploring this potential market to increase the company’s growth and profitability. In the progress, Viettire’s marketing team had been doing a thorough tire market investigation in Myanmar. It was concluded that this emerging country, especially Yangon City, was the most suitable for those who were willing to embark on an overseas investment expansion. They believe this was a good opportunity to gain market share compared with other entrants and competitive rivals; if Viettire hesitated to invest, others definitely had jumped in with a first-mover advantage. However, the CEO, Mr Hoang, was worried about what strategic option he should adopt to approach this new market while ensuring a strategic fit to its company’s resources and capabilities and also to the overall market demands of the tire industry environment in both countries.

Understand the basic decisions that firms contemplating foreign expansion must make: which markets to enter, when to enter those markets and at what scale. Recognize the current strategic decisions an organization is facing: positioning, portfolio and market expansion approach. Learn how to develop an effective strategic plan. Be familiar with different strategies for competing globally and their pros and cons. Evaluate various strategic options and decisions in accordance with a company’s resources and capabilities.

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CSS 11: Strategy.

This case should be paired with textbook chapters that cover the important roles of leadership, staffing and corporate culture in the strategy implementation effort. The case can also be used to review textbook chapters covering competitive and industry analysis, differentiation strategies, goal setting and financial analysis. In advanced courses, readings on leadership and corporate social responsibility should be assigned to inform debates regarding Vasu’s style and his commitment to creating shared value. Alternatively, instructors in retail management courses could assign readings that investigate the linkages of human resource management, service quality and other behaviors to optimal supermarket performance.

The authors revised this case and Teaching Noes from an MBA student case writing project in Fall 2017. The student conducted focus groups with Pacific Market’s consumers, worked with Vasu and his consultant, Tom Scott, a former CEO of a local grocery chain, supplemented with secondary industry research and demographic information about the cities of Sebastopol and Santa Rosa. Meetings to develop the company mission statement and long-term goals took place over Fall 2017. Tom provided the operating information and trade area analysis used in the case, and Vasu provided financial statements and background information.

After a career as a turnaround specialist for Silicon Valley high-tech startups, Vasudev Narayanan (Vasu) acquired Pacific Market, a two-store chain in Sonoma County, California, in 2013. By Fall 2017, rival local chains had expanded, online vendors threatened in-store shopping, the Amazon-Whole Foods combination threatened disruption, and consumers increasingly insisted on “buying local.” Vasu aimed to grow revenues 50 percent by 2020, and fund Good Karma Foundation, a charity in his native India. Strategies to achieve these objectives included infrastructure investments, employee profit sharing, changing the mix of products and amenities or finding a buyer for the operation.

The Pacific Market case is intended for undergraduate or MBA-level strategic management courses. The case pairs well with coverage of how leaders approach the strategy implementation effort, a topic typically introduced toward the end of the course. The case gives students practice in applying strategy formulation concepts and frameworks, e.g. PESTEL analysis, Porter’s industry forces, key industry drivers, strategic group mapping, SWOT analysis, corporate social responsibility and financial ratio analysis. Instructors might also use this case to cover similar material in retail management courses. The case is highly suitable as a written assignment for an examination and/or for team presentations.

Innovation and Intrapreneurship.

MSc, MBA and Executive Education Programmes.

The case on Priscila Matta focuses on the role of social intrapreneurship and social inclusion at Natura, the largest cosmetics company in Brazil and a corporate responsibility leader. Centred in the complexity stemming from dealing with a local community which supplies key ingredients to the Ekos product line, the company's most prominent and innovative brand, it illustrates the difficulties of establishing inclusive forms of business with a traditional community in the northeast of Brazil. Ekos builds on the rich Brazilian biodiversity and traditional knowledge. Brazilian law requires Natura to share the benefits obtained from the access to genetic heritage and associated traditional knowledge with those communities who supply such resources. Implicitly, the case focuses on the role of the social intrapreneur – Priscila Matta – and how she navigated corporate politics to structure the company's community relations. The case demonstrates the difficulties of social intrapreneurs who aim to create sustainable innovations to execute shared value strategies.

The case has the following four learning objectives: to illustrate best practices in intrapreneurial activities that aim to create shared value – in this case, value for Natura and for the community; to define the role and characteristics of social intrapreneurs – people inside big corporations who drive sustainable innovation; to discuss obstacles the corporate environment presents in the process of social innovation; and to illustrate how individuals within companies can implement a shared value strategy.

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